Since its launch in 1994, Amazon has grown from a simple online bookstore into a massive marketplace where millions of entrepreneurs around the world sell their products. If you are thinking about starting on Amazon, the timing couldn’t be better—the marketplace keeps growing, and with proper preparation plus tech support like customer service automation, you can quickly gain an edge over the competition. In this article, you will know how and what to sell on Amazon.
How to Start Selling on Amazon
Selling on Amazon might look complicated at first glance, but once you understand how it works, the process is pretty straightforward. The platform follows clear, repeatable patterns.
Whether you’re just starting out or already have some e-commerce experience, Amazon opens the door to a massive audience: millions of people shopping every single day. But before you can start listing products and making sales, there are a few formalities to take care of first.
Seller Account Registration
Starting on Amazon begins with registration. How do you set up a seller account? First, you need to choose your plan: Individual or Professional. Professional accounts are designed for sellers planning higher volumes. They offer broader access to Amazon’s tools and services, like sales reports and promotion options.
The registration process requires details of your business (or personal information if you are starting as an individual), contact information, a bank account for settlements, and a credit card for verification.
Registration Process and Required Documents
During registration, Amazon will verify your identity and legitimacy. Have these documents ready:
- An active credit card
- A valid passport or ID document
- Your company registration details (including VAT number if registered)
Formal Requirements for Amazon Sellers
The platform has clear selling rules that you must follow. As a seller, you are joining Amazon’s ecosystem—you need to understand their terms, policies, and tax requirements. Ignorance is not an excuse, and mistakes can lead to account suspension or financial penalties.
Terms of Sale and Guidelines
Amazon strictly regulates selling practices. Before you start, familiarize yourself with documents such as the Amazon Services Business Solutions Agreement (Selling Partner Terms) and the Seller Code of Conduct, along with all related program policies available in Seller Central. These terms outline how to sell on Amazon, maintain customer service quality, and which practices to avoid (like fake reviews or ranking manipulation).
You also need to follow Amazon’s product compliance and category requirements. Some categories are “gated” (restricted) and require pre-approval, documentation, safety certificates, or performance history before you can list products in them. These include:
- Food products
- Jewelry and watches
- Clothing
- Beer, wine, and spirits
- Cosmetics
VAT Settlements and VAT-OSS Registration
If you’re selling to customers in the EU, the VAT-OSS (One Stop Shop) system, introduced in 2021, makes reporting much simpler. Instead of registering for VAT in every single country where you make a sale, you can file one declaration in your home country. However, if you store inventory in Amazon fulfillment centers located in other countries (for example through FBA or Pan-EU programs), you may still be required to register for local VAT in those countries, regardless of VAT-OSS participation.
GTIN / Product Identifiers
Most products listed on Amazon require a valid GTIN (Global Trade Item Number), such as UPC, EAN, or ISBN. If you are selling private label products without barcodes, you may apply for a GTIN exemption in Seller Central, subject to Amazon’s approval.
Adding Products and Managing Listings
How do you list items on Amazon? Let’s be clear upfront: your listing quality determines whether customers find your products and they sell well. Amazon heavily emphasizes description quality, information accuracy, and visual appeal. Skilled listing creation is an art worth mastering if you want to stand out.
Creating Product Listings
When creating a product listing, every element matters:
- Title
- Bullet points (key features)
- Main description
Using the right keywords is crucial—they boost your chances of ranking high in Amazon search results. Don’t forget categorization either; misclassified products are hard to find. Amazon’s listing tools are only the beginning. Invest some time in optimization, and you will likely see a real difference to your conversion rates.
Photo Requirements and Content Authenticity
Product photos on Amazon must meet strict requirements—minimum resolution, white backgrounds, no extra graphics or watermarks. Photos largely determine whether customers click and buy.
Content authenticity matters just as much. Descriptions must be truthful and never misleading.
Logistics Models on Amazon
Choosing your logistics model is one of the biggest decisions you will make as a seller. Amazon lets you handle orders yourself or use their infrastructure. Each model has pros and cons—the right choice depends on your capabilities, sales strategy, and target markets.
FBA vs. FBM
FBA (Fulfillment by Amazon) allows sellers to outsource storage, packing, shipping, customer service, and returns to Amazon. Products fulfilled through FBA are typically eligible for Prime delivery, which can increase visibility and conversion rates. However, sellers must carefully monitor FBA fees, storage limits, and inventory performance metrics. Excess inventory, long-term storage, or low sell-through rates may result in additional charges. When managed properly, FBA can simplify operations and allow sellers to focus more on product development, marketing, and growth.
FBM (Fulfillment by Merchant) means you stay in full control—storage, packing, shipping—it’s all on you. Which model you choose really depends on your resources and preferences, though FBA tends to be the more convenient option for most beginners.
Sales Strategies and Seller Tools
Amazon offers numerous tools to support your efforts and protect your intellectual property. Using these resources wisely is key to e-commerce success.
Amazon Brand Registry and Brand Protection
If you want to protect your brand and products from counterfeits and dishonest sellers, register for Amazon Brand Registry. Registration unlocks tools like trademark monitoring, infringement reporting, and advanced sales reports.
Marketing Tools and Amazon Ads
Amazon Ads enable you to promote products directly on the platform. Create campaigns for sponsored products, offers, or brands that appear in search results and on product pages. With precise targeting and sales analysis, you can easily optimize campaigns and boost conversion.
Account Management and Customer Service
Professional Amazon account management means delivering top-notch customer service. Amazon is known for high standards here—customers expect quick responses, smooth order fulfillment, and clear return policies. A well-run customer service system (often supported by automation tools or third-party software) helps prevent problems and build a positive reputation. However, sellers remain fully responsible for responding to buyer messages within Amazon’s required response time (typically 24 hours, including weekends and holidays).
Tools like Responso can support Amazon sellers by centralizing buyer communication, automating routine responses, using AI-assisted reply suggestions, and helping monitor response-time metrics. This reduces manual workload while helping sellers stay compliant with Amazon’s customer service performance standards.
Monitoring Sales Performance
Amazon provides advanced sales monitoring tools—from basic reports to detailed analyses of ad campaign effectiveness and individual product performance. Regular data analysis allows you to respond quickly to customer behavior changes and adjust your sales strategy.
Customer Reviews and Return Policy
Customer reviews carry enormous weight on Amazon. Positive feedback builds trust and boosts product visibility. Actively manage buyer communication, ask for reviews, and quickly respond to complaints. Be aware that Amazon strictly prohibits incentivized, manipulated, or fake reviews, and violations may result in account suspension.
Clear return policies matter too—Amazon requires sellers to meet specific standards protecting consumer rights (detailed in the documents mentioned earlier).
Business Expansion on Amazon
Amazon is a true gateway to international sales. The platform enables you to enter new markets easily, reach millions of customers worldwide, and scale your business like never before. But international expansion requires preparation and understanding of local legal and logistics landscapes.
International Sales and Market Expansion
As a global giant, Amazon enables selling across multiple markets simultaneously—from Europe to North America and Asia. Each region has specific requirements, therefore prepare a solid entry strategy covering local regulations, customer expectations, and logistics costs.
FAQ
How much does it cost to sell on Amazon?
Fees depend on your chosen plan and product category. The Individual plan costs $0.99 per sold item, while Professional plans are around $39.99 monthly (prices vary by market).
Can individuals sell on Amazon?
Yes, you can sell as an individual with a basic account. Amazon recommends the Individual plan for sellers moving fewer than 40 items monthly.
How do I start selling on Amazon?
First, set up a seller account, prepare your documents, plan your logistics, and create appealing product listings. Then focus on marketing, customer service, and monitoring results.
Is selling on Amazon worth it?
Yes—Amazon is a global platform with enormous sales potential. With proper preparation, you can build a profitable business and reach customers worldwide.
Can I sell on Amazon without a business?
You can sell on an Individual account as a private person in many marketplaces. However, depending on your country, tax laws, and sales volume, you may be legally required to register a business and comply with local tax obligations.
